PepsiCo India has now gone national with its juice brand ‘Tropicana Twister’. The beverage major has come up with an extensive promotion campaign for the brand nationally. Leading this campaign, which has adopted the tagline ‘Toot Padega’, is the brand’s creative agency JWT Delhi and media agency Mindshare.
Sanjeev Chadha, CEO, PepsiCo India, said, “PepsiCo is committed to providing quality choices for consumers based on deep consumer insights. We have put in significant efforts in offering beverage options that fulfill the evolving needs of today’s consumers and will continue to invest our efforts in the near future. In the past couple of years, we have seen a distinct shift towards health and wellness and with Tropicana Twister; we aim to bridge the gap between health and refreshment, as basis our research, it is an untapped opportunity in the country.”
Sucheta Govil, VP-Innovation, PepsiCo India, said, “Tropicana, the world’s No. 1 juice brand and our flagship juice brand in India, has gained a considerable presence in the country and has strengthened its equity over the years. Tropicana Twister has been extremely well received in the South. It has exceeded our expectations on all parameters and has achieved strong level of success in the market that is fragmented with many new and established players. Based on the very encouraging results from the South markets, we have decided to make Tropicana Twister available nationally in India. The drink has been modified to suit the Indian palette, and with this addition to our brand portfolio, we hope to further strengthen our leadership in the fruit beverages market.”
Rohit Ohri, Senior Vice-President and Managing Partner, JWT, said, “The brief we got from PepsiCo was to bring alive the fruit refreshment.”
The Tropicana Twister TVC is focused on the central idea of a fruit rush, connoting the rush of refreshment that comes from taking the best of Tropicana fruits to create a thirst-quenching juice drink that revives the senses. This idea of a fruit rush is symbolised through the iconic device of an orange fruit balloon. The orange fruit balloon cues authentic and luscious oranges that have been made more refreshing, reflected in the transformation of the oranges into orange fruit balloons.
Ohri further said, “In the TVC, we have tried to dramatise the fruit refreshment through creative device of exploding fruit. Explosive fruit refreshment is the promise of Tropicana Twister.”
Govil said, “The Tropicana Twister launch will be supported by a mix of consumer outreach programmes across urban markets. Through an integrated communications mix spanning modern trade, traditional trade, trial generations, TV, radio, outdoors and consumer/trade promotions, Tropicana Twister targets to spread its consumer base and reach out to the youth, who form its core target audience. The TVC will break in mid-February.”